Key Takeaways
- Glenn Behrman, Founder and President of CEA Advisors, shared insights on five decades in horticulture and indoor farming.
- The conversation covered the evolution of Behrman’s business from foliage distribution to customized container farming systems.
- Behrman addressed common challenges in vertical farming, including market fit, economics, and overreliance on hype-driven narratives.
- CEA Advisors has primarily focused on research and B2B projects, rather than retail container sales.
- He emphasized business fundamentals, risk assessment, and transparency as important factors for companies entering the controlled environment agriculture (CEA) space.
CEA Advisors and Glenn Behrman’s Industry Experience
In a recent episode of the Vertical Farming Podcast, Glenn Behrman, founder of CEA Advisors, joined host Harry Duran to reflect on his career trajectory and the current landscape of indoor agriculture. From his early days in the New York foliage industry to container-based controlled environment agriculture (CEA), Behrman shared his transition through multiple phases of the global horticultural market.
After exiting a successful distribution business in the 1990s, Behrman spent over a decade in Southeast Asia, eventually encountering early vertical farming concepts around 2010. He engaged with international developers, including PlantLab and Philips, and began experimenting with container farming as a new approach to localized crop production.
CEA Advisors’ Approach to Market Dynamics
During the interview, Behrman described CEA Advisors’ pivot away from retail sales toward specialized, research-focused installations. The company has worked with organizations such as Driscoll’s, Ball Horticultural, and Beneficial Insectary on custom solutions. According to Behrman, these projects often aim to solve specific operational challenges or support R&D rather than pursue large-scale crop production.
He also discussed how many early vertical farming initiatives underestimated the operational complexity and financial requirements of building sustainable businesses. In his view, aligning technical feasibility with commercial viability remains a key consideration for long-term success.
Reflecting on Industry Trends and Risks
Behrman addressed what he sees as a shift in the sector, particularly following the closure of freight container farming company Freight Farms. He cited the importance of evaluating project economics, noting that many early ventures placed a stronger emphasis on branding and storytelling than on operational sustainability.
He acknowledged that indoor farming continues to attract interest but pointed out the need for a clear understanding of crop selection, local demand, and cost structures. For example, Behrman suggested that certain crops—such as strawberries or wasabi—may be challenging to produce economically in containerized systems without specific market conditions or research applications.
Glenn Behrman’s Business Fundamentals and Market Outlook
When discussing industry outlook, Behrman reiterated the importance of practical business planning. He described the indoor farming sector as “a giant spreadsheet,” where variables such as energy, labor, climate, and pricing must be evaluated holistically. He also noted that automation and robotics may be beneficial in some contexts but are not universally applicable across all markets or cost environments.
At CEA Advisors, current areas of focus include tissue culture, research-driven propagation systems, and collaboration with food security and academic institutions. Behrman emphasized the value of tailored solutions over standardized models, particularly in emerging applications or geographically specific projects.
